New Spike.com Site Delivers Unapologetically Male View of the World

Spikecom has officially launched its new platform for men a combination of ifilmcom and SpikeTVcom amp8220The new Spikecom is not your typical network siteamp8221 said Erik Flannigan Executive Vice President of Digital Media for MTVN Entertainment Group earlier this week Flannigan noted that MTVN acquired ifilmcom in October 2005 during the same week Apple announced it would be releasing a video iPod and weeks prior to the launch of the now ubiquitous YouTube Flannigan cited two reasons for the merger of the two sites They share the same demographic men 18 to 34 amp8220Alsoamp8221 he said amp8220in order to command premium ad dollars on the Internet you really need a brand that can attract sponsorship dollars but you also need the inventory that can back up those buys The old SpikeTVcom because it could be sold convergently with the network had access to a lot of high CPM sponsorships custom integrations tieins with our tentpoles like the VGAs Video Game Awards Thatamp8217s what major advertisers want and in some ways I still think they want it even more than they want reachamp8221Flannigan described the initial merger as a amp8220Frankenstein websiteamp8221 because the URLs were simply merged without a redesign amp8220Today is the day that weamp8217re really relaunching the site in an iteration that shows where weamp8217re trying to go and who weamp8217re trying to target And weamp8217re doing that through a bunch of new social features and programmingamp8221 Flannigan said Jon Slusser Senior Vice President of Spike Digital and Video Games described the core differentiators for Spikecom as the Spike editorial filter and creative onair executions amp8220What that means is this unapologetically male view of the world the passion points that guys have and the ways that guys talk to guys about these passion points For the first time instead of just having video we have all these different ways of communicating this voice to the audienceamp8221 said Slusser As a result Spike executives have found themselves playing the role of an agency working with clients to lend the Spike voice to their products and then producing creative content that goes beyond traditional advertising An example is Random Acts of Cheetos which was created internally by Spike Six thirtysecond spots were released on February 12th and have collectively attracted over 15 million views The clips are preceded by 15minute preroll advertising for Snickers The most popular clip Cheetos Remote reveals that Cheetos taste great but cannot power electrical devices amp8220Who cares if the remote doesn39t workyou gotta couple of Cheetos insteadamp8221 commented one fan Cheetos RemoteWhen I asked if there was a usergenerated component to the campaign Flannigan said amp8220The toolset wasnamp8217t quite there yet to turn that into the phenomenon it wasamp8221 He went on to say there is a YouTube video of people paying tribute to Spikeamp8217s Star Wars advertising by doing their own versions of the Star Wars adsamp160 amp8220Some of this stuff happens organicallyamp8221 he said amp8220If we had done that as a contest would it have been as successful as the fact that the fans galvanized on their own and started to do it At the same time we didnamp8217t exactly have a platform that was ready for them to be able to do that So they did it on their own Now weamp8217re ready to embrace that stuff and make it happen I think youamp8217ll see more of that audience participation stuff coming in some of these sponsorship integrations beyond just contest entriesamp8221Dario Spina Senior Vice President of Integrated Marketing for MTV Entertainment mentioned a campaign sponsored by the US Army Fans upload salutes to overseas troops and the best salutes will be compiled into a 30 second spot to premier during this yearamp8217s Guyamp8217s Choice Awards which will air on June 22nd at 10pm Spina called the initiative amp8220reverse convergenceamp8221 He went on to say amp8220We not only lookamp160 to enhance sponsorships we also want to take a ride on consumer behavior and make sure that the engagement is that much further driven by what our fans are normally doing online and then insert great creative sponsorship and custom creativeamp8221Spike also announced several content partnerships the most notable of which is their plan to create custom content in conjunction with Playboy which will run live on both Spikecom and Playboycom Hugh Hefner will be honored at this yearamp8217s Guyamp8217s Choice Awards

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New Spike.com Site Delivers Unapologetically Male View of the World

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